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Nilufer Bracco, eyes closed, the silk against her skin
← WORK·NILUU

Niluu

The silk sense.
WHAT WE DID
Brand workshopBrand developmentBrand strategyBrand messagingTagline developmentLogo designVisual identityContent developmentCreative ideationBrand narrativeMarket introduction support
SECTORFashion · sleepwear and accessories
DISCIPLINESWorkshop · Strategy · Naming and tagline · Logo · Identity · Narrative
FOUNDERNilüfer Bracco
MADEVeganSilk, handcrafted in Turkey
SCROLL
THE CONTEXT

One of the oldest misconceptions in mission-driven business is that a customer will not trade luxury for ethics. niLuu was founded on the belief that the trade is unnecessary.

Their VeganSilk, handcrafted in Turkey, gives the feel of silk without the cruelty of traditional silk production. We joined at conception, which is the point in a company's life where a brand can still be built rather than corrected.

Nilufer Bracco at work
NILÜFER BRACCO · THE MISSION BEFORE THE COMPANY
THE CHALLENGE

Communicate luxury without cruelty, and make it sound like neither a lecture nor a compromise.

Ethical brands usually pick a side. Either they lead with the sacrifice, which makes the product feel like penance, or they hide the mission entirely and lose the reason to exist.

We needed a phrase that captured the whole brand while staying fun, concise and memorable, and a logo that spoke directly to the primary audience rather than to the category's conscience.

THE INSIGHT
Silk is not a look. It is a sensation.
Everything a customer loves about silk happens on the skin, in the dark, half asleep. If the feeling is identical, the ethics cost nothing. So the brand argues from touch rather than from virtue, and lets the conscience arrive second.
Eyes closed, the silk against her skin, the silk sense
THE ARGUMENT MADE ON THE SKIN, NOT THE CONSCIENCE
THE PHRASE

After the exploration, three words: the silk sense.

A play on a sixth sense, the sense of silk, pointing straight at the soft and smooth touch that makes the material worth wanting. Gentle, short, and impossible to confuse with a sustainability slogan.

It met every requirement we had set for a tagline, and it gave the identity somewhere to go.

THE MARK

Two closed eyes, gently asleep.

The logo composition reads as a pair of closed eyes, creating the illusion of feeling and of sleeping in silk. Modern, minimal, and aimed exactly at the audience the company was built for: luxury, comfort and sustainability, in one shape.

THE MARK, WHERE IT COMES FROM
THE SILK SENSE · ON THE MATERIAL ITSELF
THE TAG · VEGAN SILK, THE ETHICAL FABRIC
THE COLOUR THE BRAND KEPT
THE CAMPAIGN

The argument, made once, in the voice of the silkworm.

I would never harm a fly, much less a silkworm. It states the ethics without asking anyone to feel guilty, and it is the only line in the system that mentions them at all.

I WOULD NEVER HARM A FLY, MUCH LESS A SILKWORM
ETHICALLY LUXURIOUS · THE PROPOSITION IN TWO WORDS
THE SILK SENSE · THE ROBE
THE RANGE, WORN
IN THE STREET, NOT THE BEDROOM
THE PRODUCT EXPERIENCE

A thank you, printed where a customer will actually read it.

THE BOX · THE SILK SENSE, EXPLAINED INSIDE THE LID
THANK YOU · THE EYE MASK
THE PILLOWCASE
THE APP · ETHICAL FASHION, MADE FINDABLE
THE SITE · THE FOUNDER STAYS VISIBLE
Sustainability is not a trend, it is a luxury value
SUSTAINABILITY IS NOT A TREND, IT IS A LUXURY VALUE
WHY WE TOOK IT

We aligned ourselves not with a brand, but with a movement.

Working with niLuu from conception let us build the narrative rather than retrofit one, and this agency is at its best on mission-driven and value-driven companies, where the argument has somewhere true to stand.

The job was to make customers feel welcomed, informed and connected to something larger than a purchase. Redefining luxury was the brief. Contributing to a more compassionate industry was the reason.

THE PROOF
3WORDS THAT CARRIED THE WHOLE BRAND
2CLOSED EYES · THE LOGO IS THE SENSATION
0SILKWORMS
TurkeyWHERE THE VEGANSILK IS HANDCRAFTED